Ad of the Day: Southwest Airlines

TBWA\Chiat\Day's first brand image ad for Southwest Airlines since winning the assignment way back in July 2012 feels big, yet also down to earth.

The bigness—a change of tone for a carrier known for its more playful side—comes in the form of a series of trailing shots of a pilot, a basketball player, a ballerina and a corporate executive, each about to enter his or her given "arena"—be it a court, dance floor or boardroom. But just as you think, "Oh man, here comes another over-the-top paean to an industry rife with problems," the imagery softens to include a surfer, a farmer and baby standing. That's what makes this ad feel relatable.

Music also lightens up the message, with the sing-song chorus of fun.'s "Some Nights" driving the action.

Ultimately, the imagery shifts to smiling airline employees—a standard cliché of airline advertising, no doubt—but the voiceover message is less "We're the greatest" and more "We work really, really hard." Also, the employees in the end nod their heads to the side, as if to invite you aboard. Again, this is not an oversell but rather an ethos that weary travelers may appreciate—that is, if they arrive on time and their bags aren't lost.

The ad, which was directed by BRW USA's Erik Van Wyk and breaks today, is the first of some 10 national and local market spots that will roll out in the next two weeks.

TBWA\Chiat\Day's first brand image ad for Southwest Airlines since winning the assignment way back in July 2012 feels big, yet also down to earth.

The bigness—a change of tone for a carrier known for its more playful side—comes in the form of a series of trailing shots of a pilot, a basketball player, a ballerina and a corporate executive, each about to enter his or her given "arena"—be it a court, dance floor or boardroom. But just as you think, "Oh man, here comes another over-the-top paean to an industry rife with problems," the imagery softens to include a surfer, a farmer and baby standing. That's what makes this ad feel relatable.

Music also lightens up the message, with the sing-song chorus of fun.'s "Some Nights" driving the action.

Ultimately, the imagery shifts to smiling airline employees—a standard cliché of airline advertising, no doubt—but the voiceover message is less "We're the greatest" and more "We work really, really hard." Also, the employees in the end nod their heads to the side, as if to invite you aboard. Again, this is not an oversell but rather an ethos that weary travelers may appreciate—that is, if they arrive on time and their bags aren't lost.

The ad, which was directed by BRW USA's Erik Van Wyk and breaks today, is the first of some 10 national and local market spots that will roll out in the next two weeks.